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TABLE OF CONTENT
6 Pharmaceutical Distribution 10
9 Policy Maker 14
13 Brand Plan 19
18 Reporting System 24
21 Budgeting 27
22 Credit Control 28
24 Billing 30
25 Sales Team Division 31
1st pharmaceutical in Indian company was started during 1901 at Kolkata which is “Bengal
chemical”
Than 2nd pharmaceutical industry is Dey’s chemical
1939 – Sarabhai Pharmaceutical
1945 – Cadila Labs (By Mr. Indravadam Modi)
1949 – Alembic
1950 – Alkem
Population
New Drugs
New Diseases
Life Style Medicines
Total Qualified Doctors in India according to 2009 year data – 7 lakh doctors
o 4 lakh are General Practicener – MBBS
o 1 lakh are MD Phycisian
o Specialist Doctors are
Gynecologist Orthopedic
Pediatrics Dermatologist
Surgeons Ophthalmologist
Dentist Anesthetics
ENT
o Super Specialist
Psychiatrics (around Cardiologist ( around
4000) 3500)
Oncologist (around
900)
Ethical Marketing
Not prescription based selling. Push sell by chemist is known as Generic Marketing.
Margin for all brands under generic marketing is very low.
Here PTD is 3 to 5% and PTR is 5 to 7%.
Stockiest is different in case of generic marketing.
Sales on chemist table
50% cost of original brand
Eg: Desprine – Brand Name and Aspirine – API (Active Pharmaceutical Ingredient)
PG or PCD Marketing
PCD or PG means Propaganda cum Marketing as well as it can be said Prescription cum
Marketing
20% to 30% commission is given to doctors on business obtain from them.
It is worst form of Marketing
Here dispensing comes from doctors only.
Eg: Doctors buys Medicine and than directly sell to their patients
Doctors have family medical store
Mostly done by
i. Psychiatrist
ii. Dermatologist
Tender Business
Pharma Distribution
For Medicines
company (Zydus)
Stokiest
• Place order to C & F
Surgical Channel
Company
Super Stokiest
• More super stokiest in each consignee
• 30 days PDC is given
Stokiests
Sub Stokiest
Sales Team
Management Trainee
Responsibility of PMT
o He should be responsible for achievement of top line and bottom line of your allocated
brands or therapy
o Top line is achieving target of sales
o Bottom line is achieving target of profit
Policy Maker
DCGI
• Drug controler general of India
• at DELHI
State DC
• State Drug Controllers
FDA
• Food Drug Administration
• Mostly one FDA / Sate
• Mr. Khoshia in Gujarat
DI
• Drug Inspector
o Minimum 10 to 20 years and around 5 to 7 billion $ require for one molecule to come in
the market and still lots of risk is attached with its success
Increase clinical Trials and new research companies are opened.
o CRO – Clinical Research Organization
o VEEDA – At Ahmadabad is the biggest CRO in India
Increase in competition
Stringent law in pipeline
More segmentation and niche marketing
o It could be according to
Geographically
Disease wise
Population wise
Therapy wise
o For example :
Some company has only 15 members to promote its product – Niche Marketing
Some company has more than 5000 members to promote its product – Mass
Marketing. But sometime it create SNOB EFFECT
Companies are going to become more customer centric
Increase in advertisement
Increase in out sourcing
Changes in government policies
Increase in R & D
Increase in DTP (Direct to Patient) which is not allow in India except OIC (Over the counter
product)
Brand Plan
Ethical issues
o Promotion overload
o Too many companies
Doctors issues
o Fixed day and time of meeting to MR
o Fixed No. of MR
o Visit regulated once in 3 months
o Time of giving cards & time of actual calls
o Fixed No. of company’s MR to meet
o Waiting to MR
Tour Program
• AM Approved MR – TP
AM - TP
• AM – TP Submitted on 26th of month
• RM approved AM -TP
RM - TP
• RM – TP submitted on 27th of month
• ZSM approved RM – TP
ZSM – TP
• ZSM – TP submitted on 31st of month
Reporting System
MR
ASM
RSM
ZSM
VP OF SALES
TP : Tour program
o Up to 28th of month TP is submitted
Weekly reporting
o Mostly submission is on Wednesday
Monthly reporting
Basic tool program ( BTP )
o It is a blue print for monthly Tour Program
Budgeting
Marketing Department
o Make sales budget
Give guideline for sales budget
Give data
Example: Company decided to make 15% growth in next year
In 7 main product , 30% growth
Old Product only for 2 to 3 % growth
New 5 Product – value of X Rs.
o Marketing Budget
Marketing budget include proper management and utilization of
Gifts Advertisement
Samples Printing Expenses
Sponsorship Meeting Expenses
Schemes Incentives
Bonanza Transportation
CME (Continuing Expiry and good
medical education) returns
o Finance Budget made by finance department
o Factory department made production budget and make own budget
o Sales administration department mad e their budget
o Purchase department make their own budget
Credit Control
C & F agent gives stock to Stockiest and they will give 21 days PDC to C & F.
Type of Credits
o Credit period o PDC
o Credit limit o Cash Discount
o Mode of payment o Special Cases
o Stockiest profile o No PDC
Monopolistic MRP
Mostly on oncology department
Example: Monoclonal Antibodies
o Company : E.Merch (German)
Brand Name : Citaximab for Brest Cancer
Price : Rs. 55000 per tablet
o Company : Roche (Germen)
Brand Name : Rituximab for lung cancer
Price : Rs 1,25,000 per 10 ml vial
Example: Nimesulide
o Brand : Nise –Rs. 35 per 10 tablet
o Brand : Nimel – Rs. 45 per 20 tablet
What kinds of Marketing company DO means depend on type of marketing
company choose.
% of Gross contribution
Fixed Cost
o R & D and F & D Cost
o Manufacturing Cost
o RM / PM
o Regulatory cost
o Finance / Administration Cost
o Overheads
Variable Cost
o Marketing Cost (up to 20%)
Sampling Cost (3%)
Transportation Cost (In India than 4%)
Inventory cost
Return Goods (1%)
T & D Cost
HR Cost
Incentive (2%)
Billing
Billing cycle
From the time bill is raise to the payment received
Normally billing cycle is of 21 day
Payment cycle is 60 days for 1st deal for stockiest
Billing for C & F
o Transfer of stock
o Transfer challen
o F – Form
o taken from sales tax department
o 0.5% sales tax has to pay
Billing for CA
o Billing
o Bill is Made
o C – Form
o Outside state 2% central sales tax (CST) + add 5 % VAT
o Within state only 5% VAT
Billing Format
Total
Sr No. Items Description Quantity Unit Value Total Value
Quantity
Pharma division
o Old / big brand
o Less promotion
o Less expenses (CASH COW)
o According to Sub therapy
o Because of more products in product line
Speciality division
o Gastro division
o Cardio / diabeto division
o Psycho / neuro division
o Ortho division
o Opthal division
o Dermato division
Many Pharmaceutical union in India are established which has their own norm and rules for
working. They have member which includes medical representative, area sales manager, and
other marketing people.
E.g. Chandigarh medical representative associates